Why website personalization is more than just a buzzword

According to the US Association of National Advertisers, ‘personalization’ was named the marketing word of the year in 2019. We’re not surprised — at Webeo, we truly believe in the power of on-site personalization and have witnessed, first-hand, just how transformative our personalization software has been for B2B organizations from a whole host of industries. Recently, in an article by The Drum, personalization was met with some criticism, being dubbed ‘2020’s most overhyped marketing practice’. The article stated that the popularity of personalization was largely due to MarTech organizations praising the technology that they produce and provide — and suggested that consumers aren’t comfortable with the approaches used to achieve personalization.

We get it — in a world where social platforms like Facebook seem to follow our every move, and data breach scandals make headlines, sometimes it feels as if we can’t escape our online data following us around and being used to create personalized experiences. Firstly, it’s important to remember that as long as personalization is being achieved in a lawful and ethical way — like the global leading database of business IP addresses that Webeo utilizes to create its bespoke online experiences — then there’s nothing to fear. And, at the heart of personalization, is great customer experience. The more bespoke the experience is for your customer, the more enjoyable their journey is, and therefore, the more valuable their interaction with your brand.

For the B2B world in particular — where multiple, busy decision-makers are trying to come to a conclusion — it’s customer experience that will make your brand stand out. If your website visitor’s experience with you is highly-relevant, the content they’re looking for is right in front of them, and there is a clear indication that your business is a leader in their industry — then you’ve just made their decision, and their buyer journey, a little easier for them. That’s a great result for both you and your customer.

For now, let’s forget about what personalization is and the awesome reputation it has acquired in recent years. Instead, let’s explore what personalization does. It can support a whole variety of your wider marketing objectives, help you meet your business goals and prove measurable, impactful results. Let’s take a look at some real-life examples of personalization in action, and the success it has brought to B2B organizations all over.

You’ll generate more leads

A personalized website will help you capture more leads than ever before. A bespoke, real-time online experience reassures your site visitor that they’re in the right place — grabbing their attention for long enough to transform them from a one-time visitor to a website lead. Knauf Insulation is a world-leading manufacturer of insulation materials — after just six weeks of using Webeo, the brand saw a 5% increase in leads generated from their contact page and homepage alone.

It proves ROI fast

When it comes to technology investments, proving ROI is an age-old concern for marketers everywhere. It can take a while for software to make an impact — and often, it can be tough to measure success. But, personalization software proves its value fast — in fact, award-winning event management agency, in2events, saw a return on investment of 500% in just six months of using Webeo.

Your page views and time spent on site will increase

Website personalization can increase the time spent on your business website — as well as improving your user journey and displaying the most relevant content for maximum impact. Design and innovation consultancy The PDD Group  saw numerous benefits of using Webeo in just 18 months. The average number of pages viewed per visit increased from 1.68 per visit to 2.83 — and, the time spent on their site grew from just 1 minute 6 seconds to 3 minutes 43 seconds.

Your bounce rates will drop, and your conversion rate will soar

When a business lands on your website, you have just a few seconds to engage that visitor. If your site is generic, with no clear indication as to why the visitor should stay — what’s keeping them there? Personalization can dramatically reduce your bounce rates, keeping your visitors engaged for longer. And remember, the longer they stay, the more likely they are to make a conversion. Webeo works with integration provider TrueCommerce — in just 11 months, the organization’s bounce rates dropped from 67.71% to 44.34%. And, the brand achieved a conversion rate of 50% on the contact page for one of their target industries.

At Webeo, our software is designed by marketers, for marketers. While our software transforms your marketing measurables, customer experience is at the heart of everything we do. Every Webeo client is allocated a dedicated Customer Success Manager to help ensure that you get the most out of our software — and that the on-site experiences you create are designed with your customers in mind. Supercharge your marketing results, maximize your website, and create the perfect experience for every visitor, every time. If you want to find out more about bespoke on-site experiences for your B2B organization, don’t hesitate! To discover the power of personalization for yourself, book your free Webeo demonstration today.

Improving CX with technology in 2020: how to do it right

“It takes 20 years to build a reputation and five minutes to ruin it. If you think about that, you’ll do things differently.” — Warren Buffett, business magnate and CEO of Berkshire Hathaway

According to Oracle, 86% of consumers would pay more for a better brand experience. And, PRNewswire discovered that 84% of organizations that work to improve their customer experience report an increase in their revenue. So, if you haven’t already got a robust customer experience strategy in place for 2020, your business could be missing out on generating revenue from engaged customers. Whether it’s the time you take to answer inquiries, your website visitors’ on-site journeys, or the relevance of your marketing content, every element of your customer experience plays a role in your business success. To enhance CX and maximize results, marketers and salespeople should utilize innovative technology.

Why customer experience matters

“A brand is defined by the customer’s experience. The experience is delivered by the employees.” — Shep Hyken, customer service expert

As a B2B organization, your customers are made up of busy decision-makers with limited budgets, complicated buyer processes and, often, a long research process. When your decision-makers are exploring multiple websites and organizations that provide products or services just like yours, customer experience becomes a crucial unique selling point. And, remember, a great CX creates loyalty — and loyal customers are crucial! According to Experience Matters, loyal customers are five times more likely to purchase again, and four times more likely to refer a friend to the company. The more high-quality data that businesses can access, and the more innovative and intelligent technology that becomes available, the more integral great customer experience becomes.

Including technology in your strategy

“Instead of using technology to automate processes, think about using technology to enhance human interaction.” — Tony Zambito, buyer insights expert, author and blogger

Gartner predicts that by 2022, two thirds of customer experience initiatives will use IT. And, artificial intelligence (AI) will be a mainstream customer experience investment over the next couple of years. For this reason, it’s pivotal to consider a budget for innovate marketing technology in your strategy from the outset. If improving customer experience is a key part of your plan going forward, then leading tech is a must! Utilize effective tools to help you achieve an unbeatable customer experience — simplify and streamline your processes, speed up response time, make your business accessible 24/7, optimize your site, create relevant digital experiences and more, all through the power of technology.

Website optimization 

“Conversion rate optimization really isn’t about optimizing web pages. It’s about optimizing decisions.” — Michael Lykke Aagaard, Senior Conversion Optimizer and keynote speaker 

Optimizing your website has a positive impact on your customer experience and business results. By introducing a search engine optimization or SEO strategy, you’ll make your site more discoverable. This way, potential customers won’t have to trawl through search engine results, and will easily find your business. And, optimizing your site for conversions makes it easier than ever for your potential customers to take desired actions — like making a purchase or filling in a form. Experimenting, testing and measuring is integral to achieving successful customer service. Every organization is different and there is no ‘one-size-fits-all’ approach to great CX. Get to know who your customers are, identify their likes and dislikes, and make their experience with your brand memorable for the right reasons.

Personalization technology

“Personalization: the automatic tailoring of sites and messages to the individuals viewing them so that we can feel that somewhere there’s a piece of software that loves us for who we are.” — David Weinberger, technologist and author

Personalization matters to your potential customers — and that includes busy decision-makers and B2B buyers. According to Salesforce, 76% of consumers think organizations should understand their expectations and needs. And, Accenture found that 33% of consumers that ended a relationship with a business did so because the experience wasn’t personalized enough. So, be sure to weave personalization throughout your customer experience strategy, opting for highly-relevant and engaging experiences for your potential buyers. Personalization technology can help marketers create better customer experiences — from increasing relevance and recommending products to addressing customers by name and removing the need for them to input data multiple times.

Webeo is a leading website personalization software that supercharges B2B website experiences. Utilizing a global leading database of business IP addresses, the software works by creating bespoke on-site experiences in real-time for every visitor. Users can tailor the greetings, imagery, content, language and calls-to-action that appear on their site to suit their needs, based on the business they are visiting from. Streamline every digital touchpoint, optimize your website for the ultimate results, enhance customer experience and create the perfect site for every visitor, every time. Execute the ultimate on-site experience and discover the power of personalization with Webeo. Book your free demonstration today!

Your 2020 personalization journey: 5 steps to ensuring your strategy takes off

Are you reviewing your 2019 strategy ready to tackle 2020 head on? If so, it’s likely that a personalization strategy will come up. And, if it doesn’t, it should! According to Monetate and Salesforce, 77% of organizations delivering personalized services experience revenue growth. So, it’s well worth having a conversation about. As a leading website personalization software solution, at Webeo, we know the power of a personalized approach. But, if you want to include effective personalization as part of your 2020 strategy, then you need to get it right from the start. This will include researching, planning and implementing effective software to help you get there. We’ve put together 5 steps marketers should include in their personalization journeys.

Highlight your goals

Personalization is an effective tool for supporting multiple strategies and helping marketers achieve their goals. For example, according to Evergage, 96% of marketers agree that personalization helps advance customer relationships. And, it works for measurable metrics, too. A HubSpot study found that personalizing calls-to-action improved conversion rates by 202% and Campaign Monitor found that marketers see an average increase of 20% in sales when using personalized experiences. Before you get started, it’s important to identify your own goals. This way, you can set targets and ensure personalization is helping you reach them. What do you want to improve or achieve in 2020? Clearly outline SMART goals, and utilize personalized marketing practices to help you achieve them. 

Know your audience

With clearly defined goals in place, it’s time to start getting personal. But, a huge part of personalized marketing is identifying and gaining understanding of your target audiences. While innovative technology can enable mass personalization, providing your potential customers with the content they actually want and need is crucial. And remember, your customers see value in relevant experiences — according to Segment, on average, 71% of consumers feel frustrated when their shopping experience is impersonal. So, consider implementing a segmentation strategy to identify the smaller groups that make up your audience and conducting research to see what each of them likes, responds well to and wants to engage with.

Create personalized marketing materials

According to Instapage, 87% of consumers say personally relevant, branded content positively influences how they feel about a brand. And, 63% said they’d think more positively of a brand if it provided them with content that was more valuable, interesting or relevant. So, build a personalized, data-fueled content marketing strategy designed to engage your dream, target clients and drive them to your business website. Cover topics that matter to the decision-makers in your key industries and ensure you’re active on the channels that are relevant to them. This will include identifying the social platforms they use, and could include creating anything from video marketing material to downloadable eBooks and running a B2B blog.

Website personalization

With a highly relevant content marketing strategy and personalized marketing campaigns in play, the next step is your website. If your marketing materials are engaging, they should be driving hordes of engaged traffic to your site — but what happens when visitors land? If relevant and engaging content is what has driven the traffic there, then why should your site be any different? Website personalization is an effective tool that can ensure your personalized process is seamless across all digital touchpoint. According to Fresh Relevance, personalized homepages can increase sales by up to 7%. And, Infosys found that 59% of consumers said personalization influenced what they purchased. By embracing software that works in real-time, your website visitors will receive a highly personalized experience as soon as they land on your site.

Test and optimize

Like all things in B2B marketing, testing and optimizing is crucial. Establish benchmarks, set clear and achievable targets and regularly review your progress. Run tests to see what is working and what isn’t — according to Builtvisible, 44% of businesses use Split Testing software. This can help you identify what your audience wants to see. Then, use the results to help you optimize your website with your target audience in mind. Amend calls to actions to ensure they’re clear and easy to find, enhance your user journey to guide your visitors through your website efficiently, and identify where your website needs updating or changing for supercharged results.

A personalized website should be a key part of your wider marketing strategy. Webeo is a leading website personalization software that can streamline and supercharge your visitors’ on-site experiences. The tool works by tailoring your business website in real-time and utilizes a global leading database of business IP addresses. Users can edit the greetings, imagery, language, content and calls-to-action that appear on their site to meet the needs of the visitor. Improve your website CRO, increase time spent on your page, prove ROI fast and enhance customer experience. Create the perfect website for every visitor, every time and discover the power of website personalization. Book your free Webeo demonstration today!

How to use a personalization strategy to maximize social media engagment

“We want your followers to focus on what you share, not how many likes your posts get. During this test, only you will be able to see the total number of likes on your posts.”  — Instagram spokesperson on ‘hiding likes.’

When it comes to your wider B2B marketing strategy, it’s likely that social media plays a huge role in getting you noticed. Utilizing channels like Facebook, LinkedIn, Instagram and Twitter to build your online presence and grow a hub of engaged followers is a great tactic to help get results. Often, when it comes to measuring the success of your channels, marketers will measure engagement metrics — such as likes, comments, shares or followers. Since social media isn’t a primary channel for generating leads, these can be a great indication of what is working, how you’re performing against competitors and how popular your brand is. Recently, social media giant Facebook announced its plans to test hidden likes — that can only be seen by the account owner — across Facebook, as well as photo-sharing platform Instagram. But how could this impact your business?

In recent years, multiple studies have suggested that an increased obsession with social media likes has negatively impacted users’ mental health — particularly when it comes to young people. According to Science Alert, while 78% of teenagers said social media helped them feel closer to friends, 15% of them also stated they felt the pressure to be the best version of themselves, and 9% felt the fear of missing out. Because of information like this, the idea of making likes private has been met with positivity. Similarly, it has been suggested that it may stop users deleting posts when they don’t get enough likes — a tactic used by teenagers to showcase only their ‘best moments’, according to a Washington Post article.

According to WishPond, since Facebook’s launch in 2004 and the addition of its like button in 2009, there have been 1.123 trillion likes. And, currently, the most liked picture on Instagram boasts 3.6 million likes. So, it’s easy to see why marketers have taken to using this metric to see value from their online marketing efforts. The number of followers a brand has, or likes a post gets, can be proof of the level of power or influence it holds. The best quality photography, most engaging caption, or most forward-thinking campaign won’t always be the one to get the most engagement. Often, it’ll be the brand or influencer with the largest following that achieves the most likes.

We predict that as the number of likes a brand has becomes less important, the value of great content and personalized experiences will become more and more apparent. This is the perfect opportunity for you to revisit your strategy, prioritizing high-quality output and opting for new metrics to measure success. Remember, your customers want to see and receive personalized content! According to Evergage, 59% of customers say personalization influences their shopping decisions, and 77% have chosen, recommended or paid more for a brand that provides a personalized service. Start with your audience — identify who they are, where they spend time online, and what kind of content they want to see. This way, you’ll be able to plan content that meets their needs specifically, helping you to create loyal customers with a genuine interest in your brand, products or services.

B2B organizations in particular will have to think outside of the box to establish new ways to engage audiences. Do you want to create a two way conversation? Then focus on comments, replies and direct messaging. Are you looking to tell stories? Then opt for long-form posts, engaging imagery, and an all-encompassing user experience. Do you want to raise awareness or spread a message? Design a campaign that focuses on sharing. Don’t dismiss the power of influencers or affiliates — even with hidden likes, brand advocacy will always be valuable. Overall, the removal of public likes seems to be a positive thing. While it may mean reviewing your strategy and altering the metrics you measure, ultimately, it will help B2B organizations prioritize quality content creation in favor of number of likes and allow users to share and engage more freely.

Webeo is a leading website personalization software that can supercharge your B2B website. Utilizing a global leading database of business IP addresses, the tool works by tailoring your site based on the specific visitor. By altering the greeting, imagery, language, content and calls-to-action displayed on your site to meet your visitor’s needs, they’ll be more likely than ever to convert. Streamline your wider personalized marketing approach, reduce your bounce rates, increase the chance of conversion and enhance customer experience. Make your content count, and impress every visitor with the perfect website, every time. To discover how personalization could revolutionize your business, book your free demonstration today!

Why nearly half of digital marketers plan to implement website personalization

Personalization is the automatic tailoring of sites and messages to the individuals viewing them, so we can feel that somewhere there’s a piece of software that loves us for who we are.” — David Weinberger, Author 

The latest Webeo: futures results are in! And, we’re pleased to announce that personalization has captured the attention of a huge number of B2B marketers. Rightly so — the stats supporting personalized marketing speak for themselves. According to Webeo: futures, 46% of marketers plan to implement website personalization going forward. And, even more respondents — 52% — plan to implement personalized campaigns in the future. So, it’s clear that the true value of individualized online experiences is starting to get seen by marketers across the board. But, half of respondents still have no plans to implement personalization ahead of 2020. With so much evidence supporting the power of personalization, why are B2B organizations still so far behind the curve?

It’s important to remember that personalization is not a new concept. According to eConsultancy, bespoke shopping experiences date back to the 18th century — when hat retailers would keep records of customers’ size and style preference to make their experience as easy as possible. Modern-day personalization takes inspiration from these highly-tailored experiences, supercharging them with the advantage of accurate data and real-time software. According to CMO, 77% of marketers believe real-time personalization to be crucial. And, Big Data Made Simple discovered that 90% of the world’s data was created after 2016. So, it’s safe to say there is enough high-quality, valuable data to ensure your personalization campaigns are the best they can be.

“If you do build a great experience, customers tell each other about that. Word of mouth is very powerful.” — Jeff Bezos, CEO, Amazon

Consumer brands have been leading the way with online personalization for years. Think Amazon — creating entirely bespoke communications and recommendations for customers.   According to Yahoo! 54% of people prefer personalized ads — so, it’s safe to say that if you’re not embracing personalization or implementing a personalization strategy, you could be turning more than half of your potential customers away. However, personalization doesn’t just have a positive impact towards customer acquisition. According to Econsultancy, thanks to personalized shopping experiences, 44% of consumers are likely to become a repeat buyer, increasing your customer retention and helping to create a loyal customer base. And, it could also help with word-of-mouth-marketing, boosting your online presence and enhancing your reputation, since 39% of consumers are likely to tell friends or family, 32% are likely to leave a positive review and 22% are likely to leave a positive comment on social media.

If you work in a competitive industry, personalization can help you stand out from the crowd. And, if your industry is a little more niche, you can prove to your potential buyers that your business is a leader in their field. As customer experience becomes more and more of a priority for businesses, it’s no wonder that so many marketing professionals are seeing just how valuable personalization is for the organization. According to Evergage, 75% of consumers are more likely to make a purchase with a business that recognizes them by name, recommends options based on past purchases or knows their purchase history. This makes perfect sense when we think about it — the more enjoyable, relevant and simple the experience, the more likely a website visitor is to make a conversion.

“Businesses aren’t B2B or B2C. They’re Human To Human (H2H).” — Dominic Cummins, Founder of Right Mind, Inc.

As B2B marketers and salespeople, it’s easy to forget that your target audience — busy B2B buyers and decision-makers — are consumers in their personal lives, too. They will be used to the simple, bespoke experiences provided by e-commerce stores and streaming sites. Not only do they want simple user journeys, highly-relevant content and the ability to find what they’re looking for fast — but they also want an experience they’re familiar with. When planning your marketing strategy, consider how personalization could positively impact your measurable marketing metrics, thanks to an improved experience for your target audience — helping you boost CRO, prove ROI fast, and speed up the time taken to close a deal thanks to a tailored, relevant experience.

Webeo is a leading website personalization software revolutionizing static B2B websites as we know them. The tool works by tailoring the language, content, appearance and greeting of your B2B website based on the visitor. Thanks to a global leading database of business IP addresses, users can transform their site to meet the needs of specific organizations, sectors and industries visiting their site — creating the perfect website for every visitor, every time. Increase your conversion rate, turbocharge your customer experience, reduce your bounce rate and increase the time each visitor spends on your website with a personalized web experience for everyone. Discover the power of personalization and book your Webeo demonstration today.

What can we expect from future digital marketing tech?

“What new technology does is create new opportunities to do a job that customers want done.” — Tim O’Reilly, Founder of O’Reilly Media

In the ever-changing marketing landscape, marketers are expected to stay ahead of the game.  With an increase in the use of technology is expected, including it as part of your wider digital strategy is pivotal to achieving the best results.  CMSWire found that marketing technology spend is now higher than advertising spend for organizations.  And, 43% of businesses use between 6 and 10 MarTech solutions according to Ko Marketing.  Whether you’re looking to streamline your processes, eliminate repetitive tasks or improve your customer relationships, there’s no denying that dismissing technology will mean you fall behind the curve.  We’ve explored some predictions for the future of marketing technology — use them to fuel your future campaigns and 2020 strategy.  Remember, no organization is too big or too small to reap the rewards of quality software to support the wider business!  Don’t forget to discover some of our must-have digital marketing tools.

Tech to enhance customer experience

“Businesses aren’t B2B or B2C, they’re human to human.” — Dominic Cummins, Founder of Right Mind, Inc

According to Super Office, by 2020, customer experience will overtake price and product as a key brand differentiator.  For the ultimate CX, every employee in an organization needs to put the customer first.  From the design of your product and layout of your website through to the sales representatives your customers speak to, their experience should be seamless.  To be successful going forward, organizations need to embrace technology to support their buyer journey at every digital touchpoint.  99% of customer experience leaders believe that Customer Experience Managers (CEM) has a positive impact on their business.  So, consider adopting technology designed specifically to support CX, as well as software that supercharges processes — like chatbots for 24 hour service, automation for content creation and consistency, and integrated marketing tools to personalize inbound marketing efforts.

Content marketing — consistency is key

“Content marketing is a commitment, not a campaign.” — Jon Buscall, Chief Owner, Jontus Media

Free, educational content has been on the rise for years.  And, it’s not going anywhere!  According to Content Marketing Institute, 91% of B2B marketers use content marketing to reach their audience.  And, Pew Research found that more than a quarter of adults are almost always online.  With a growing demand and increased number of use cases for content marketing material, marketers should adopt technology to support its creation and distribution.  From social media automation and email marketing software to content creation tools and personalization technology, it’s time to supercharge your digital content marketing efforts.  Content Marketing Institute also found less than 10% of marketers believe their organization to be proficient in the use of content marketing technology is ‘expert’.  So, take the time to get the most out of your tech investments.  With software comes increased opportunities — tailor, track and measure content marketing campaigns to monitor success and easily make changes to ensure the best results.

Real-time personalization

“We need to stop interrupting what people are interested in and start being what people are interested in.” — David Beebe, Television Producer

According to Gartner, 90% of brands will practice at least one form of personalization by 2020.  Personalization is the future of online marketing. With access to so much high-quality data, there is no longer an excuse for mass marketing.  Utilizing technology to develop highly personal and relevant campaigns should be a key part of your digital marketing strategy.  Business 2 Community found that almost three quarters of customers feel frustrated when website content is not personalized.  And, according to Evergage, 63% of consumers said they’d think more positively of a brand that provided more valuable, interesting or relevant content.  So, embracing tech to help implement a seamless personalization strategy could reap huge rewards.  Selecting a tool with access to high-quality, accurate and up-to-date data is crucial, as well as ensuring reliability and consistency.  Personalization is most effective when seamless and purposeful — so make sure you use data wisely, prioritizing customer experience.

According to CMO, in-house marketers personalizing their websites see an average of a 19% uplift in sales.  Webeo is the leading website personalization software that helps B2B organizations create the ultimate digital experience for every website visitor, every time.  The tool works by editing the imagery, language, content and greeting that your website visitors see based on a set of criteria.  Thanks to a global leading database of business IP addresses, Webeo creates an experience for visitors based on their industry, behavior, or their specific business.  Improve your conversion rate, improve your SEO ranking, reduce your bounce rate and create an unforgettable, seamless customer experience.  Individualized website experiences are the final piece of the personalization puzzle. Discover the power of personalization and book your free Webeo demonstration today.

The digital marketing trends to look out for

“The future of marketing belongs to honest information, accurate data and clear aims based on truth.” ⁠— Patrick Dixon, author and business consultant

They say there’s no rest for the wicked ⁠— and the same goes for B2B marketing professionals.  With the next ‘big thing’ only ever around the corner, it can be tough to stay ahead of the digital marketing landscape.  Luckily, there are a few key trends to look out for ahead of planning your strategy for 2020.  That may seem way off, but it will come around quicker than you realize!  Let’s explore what’s next in the digital marketing world — from embracing the latest technology to ensuring everything you do is in your customer’s best interest.  And, of course, how a highly personal approach could help you achieve the most.

Artificial Intelligence

Innovation Enterprise predicts that by 2020, chatbots will power 85% of customer service.  This is no surprise when we discover the multiple advantages they can bring to your business.  According to the 2018 State of Chatbots Report, the top benefits of the handy AI tool include 24 hour service, instant responses and answers to simple questions.  In a world where products can be purchased, and information can be found at the touch of a button ⁠— why should B2B websites be any different?  If improving customer service or enhancing your team’s productivity are among your marketing objectives, then AI could help you in a big way.  Take your brand up a notch by providing around-the-clock help from intelligent chatbots and reap the rewards of improved customer service.

Existing customers: your greatest asset

According to a survey by Econsultancy, 35% of respondents say their organization doesn’t pay enough attention to customers post-purchase.  It can be easy to get wrapped up in discovering new business, but remember you still have the potential to maximize on those already familiar with your brand.  And, retaining a customer is more likely than acquiring a new one ⁠— in fact, according to Clickz, the probability of selling to an existing customer is 60-70%, and the probability of selling to a new prospect is 5-20%.  Consider upselling and cross-selling, as well as nurturing the relationships you have with your existing customers.  By turning them from a one-off purchase to a loyal fan, you can gain so much — not only in revenue, but in retention and reputation, too.

Online video marketing: a key part of your digital marketing strategy

According to Insivia, more video content is uploaded in 30 days than major US television networks have created in 30 years.  That’s not surprising when we learn that, according to Google, 6 in 10 people would rather watch online videos than TV.  And, Outbrain discovered that 87% of online marketers use video content.  Be sure not to dismiss it as part of your wider strategy.  Create insightful, informative and engaging content ⁠— from talking head interviews and animations to explainer videos and customer testimonials.  Include calls to action in each one and be sure to focus on shareability across social media for the ultimate impact.

Digital content marketing: it’s not going anywhere

Oracle found that, compared to paid search, content marketing generates three times the amount of leads per dollar spent.  So, while branded content plays a crucial role in raising awareness and fueling your teams with collateral, it is also constantly working in the background to generate new business.  And, according to HubSpot, businesses that post 16 or more blog posts per month bring in 3.5 times more traffic than those publishing 0-4 per month.  Implement a content strategy ⁠— include downloadable assets, educational blogs, videos and content pieces for buyers at every stage of their journey across multiple industries.  The more valuable and personalized your content is, the more engaged your reader will be.  And remember, it helps supercharge your online presence and enhances your SEO.

The power of personalization

According to Accenture, 91% of consumers are more likely to shop with brands that provide relevant content.  And, Smarter HQ found that 72% of consumers only engaged with marketing messages customized to their specific interests.  It’s extremely effective, too — according to AdWeek, personalization can reduce acquisition costs by up to 50%, as well as lifting revenue by up to 15%.  If you’re not already personalizing your content and marketing materials, then you risk falling behind your competitors and missing out on impactful results.  Consider weaving a personalized approach into your marketing plan for 2020 and discover the most effective personalized marketing tools to help you get there.

Webeo is a leading website personalization tool changing the face of static B2B websites as we know them.  The software works by dynamically tailoring your website based on the visitor, editing the imagery, language, content and greeting displayed.  Thanks to a global leading database of business IP addresses, Webeo will create the perfect website for every visitor, every time from the very first visit.  With the perfect digital experience in place, your organization is able to enhance customer relationships and improve customer experience.  And, you can watch your CRO, SEO and ROI soar.  Discover the power of personalization and maximize your B2B site — book your free demonstration today.

The role of digital marketing in a modern business

“Innovation needs to be part of your culture. Consumers are transforming faster than we are, and if we don’t catch up, we’re in trouble.” – Ian Schafer, CEO

Digital marketing is no longer an option or an extra for businesses. Today, for an organization to thrive, online marketing and an effective digital strategy needs to be at the heart of everything they do. There is a lot to consider ⁠— from social media marketing to SEO, it can sometimes feel like the modern-day marketer needs to be a digital expert to execute a successful marketing strategy. While it is true that marketers often need to know a little about a lot, and the ‘next big thing’ is always on the horizon, it is crucial to remember what digital marketing efforts are for. Predominantly, they exist to raise the profile of your B2B organization, create a strong online presence and build highly-personal business relationships with potential customers. According to Biznology, more than half of B2B buyers search for information on social media. And, CMO found that 90% of B2B buyers say online content has a moderate to major effect on purchasing decisions. This dramatically impacts the role that digital content marketing plays in B2B organizations.

According to Status Labs, 90% of searchers haven’t made up their mind about a brand before starting their search. This puts B2B marketers at an advantage. Consider this when outlining your marketing objectives — your digital presence could be the difference between getting ignored by your ideal buyer or creating a lasting high-value relationship. But how do marketers ensure they catch the attention of their target buyers? That’s where a personalized marketing approach comes in. For the modern business, a one-size-fits-all marketing approach no longer works. Instead, consider developing multiple marketing strategies to meet different audiences with different needs. In B2B marketing, teams are often serving more than one industry or demographic, and promoting several different products, services or packages. So, as marketers, why should we treat each audience member the same way? If you want to stay ahead of competitors, individualization is crucial — Epsilon Marketing found 80% of consumers are more likely to do business with a company that offers personalized experiences. Don’t miss out on these opportunities through mass-marketing.

“Personalization is pointless without knowing the individual. Understand the dreams, hopes, and fears that motivate your customers, then hit them where it counts.” – Paul Gillin, B2B social media speaker and adviser

For digital marketing to be effective today, not only is a robust strategy key — but ensuring that individualized experience is at its core is equally as important. By personalizing every piece of marketing communication your potential customers receive, you will see better results across the board. Bluecore found that personalized emails have the highest open rate and see a 139% higher click-through rate. It can also improve CRO and bounce rate — OneSpot saw an increase of 5% in conversion rate thanks to personalization, and according to Beeketing, it can reduce bounce rate by up to 30%. This, in turn, dramatically impacts your SEO — moving your website to the top of the search engine and increasing your brand’s discoverability. And, it’s important to remember that it’s not just metrics and measurables that personalization enhances — it can play a huge role in improving your reputation, enhancing customer loyalty and streamlining customer experience. If any of these areas sit within your goals, then personalization is the key to success.

According to Smarter HQ, brand loyalty among millennials increases by an average of 28% if they receive personalized marketing communications. So, if millennials are a part of your target audience, don’t dismiss personalization. In fact, not including it as part of your strategy could cause problems for your organization — InstaPage found almost three quarters of consumers are frustrated by impersonal websites, and Accenture found that a third of consumers that abandoned business relationships did so because personalization was lacking. The role of digital marketing is just as much about your buyer as it is about your brand — so it’s time for personalization and bespoke experience to take the lead within your wider digital marketing strategy.

Discover Webeo — a leading website personalization tool changing the face of B2B websites. The software works by tailoring your B2B site to develop bespoke experiences based on the user visiting. Thanks to a global leading database of business IP addresses, Webeo can edit your site to meet the needs of the specific business visiting. Display industry-specific content, show imagery that resonates with them and language that positions you as a leader in their industry. This online personalization impresses everyone — from first-time buyers and engaged leads to pipeline prospects and existing customers. Improve CRO, reduce bounce-rates, advance your SEO ranking and enhance customer experience. Take your digital marketing strategy to the next level with personalization. Book your free Webeo demonstration today.

The end of digital marketing as we know it

In a constantly evolving marketing world, it seems that every day an existing trend or channel is declared dead or irrelevant for the modern-day marketer. But as the digital revolution continues to take over every platform and medium it comes face to face with ⁠— perhaps it’s time to acknowledge that they’re not becoming redundant but are instead evolving. Rather than drawing a line down the middle of traditional and digital marketing; with print, TV and radio firmly on one side, and any online marketing activities on the other, it’s time to consider their full integration. Earlier this year, in an interview with Think with Google, Marie Gulin-Merle, Chief Marketing Officer for Calvin Klein and Chief Digital Officer of PVH, made a controversial statement.

“It’s misleading or very duplicative to talk about traditional marketing and digital marketing.”

When it comes to putting customers at the heart of your strategy, Gulin-Merle is right. The customer journey has evolved, and non-marketers don’t think of brand experiences in terms of digital and offline. If they come across a print, TV or radio ad they like and visit a physical store, that doesn’t mean their journey will stop there. They will likely also conduct research online; read your content marketing material, sign up to an e-newsletter, follow your social media channels, watch your educational videos and search for reviews. If the online world and the traditional approaches don’t seamlessly align, your customer’s experience becomes disturbed.
In fact, misalignment of marketing channels can stunt personalization efforts. According to CMO, only 1% of marketers believe they are delivering a consistent, personalized, relevant experience across all channels. It’s time to blur the lines once and for all, using digital to advance approaches across the board.

To truly merge online and offline brand experiences in B2B marketing, businesses need to create consistency across all touchpoints. MarketingSherpa found that 72% of adults prefer to communicate with companies digitally. According to SDL, 60% of millennials expect consistent brand experiences; whether they’re in store, online, or over the phone. And, BigCommerce found 25% of consumers have made online purchases while standing in a physical store. So, no matter where your leads, prospects or customers are receiving your communications, they need to be in-line with each other. Ensure you have an integrated marketing strategy in place that accurately reflects your brand values, your marketing objectives and fully incorporates all the channels and technology you will use.

Today, user journeys don’t stop. As consumers, we rarely ‘log off’. Consider this when designing your marketing plan — and like the integration of digital and analogue approaches, ensure your teams integrate seamlessly, too. Outline objectives and include technology from the beginning. The only way to futureproof your tactics is to transform them with digital technology. Make use of quality data, gain audience insight and give your customers the experience they want to ensure loyalty, retention and reduce the risk of churn. This is where personalization adds significant value to your marketing efforts, and in turn, changes the face of mass marketing. According to Econsultancy, 81% of leading marketers agree that machine learning will be critical for personalized customer experiences. While we said that pronouncing marketing tactics dead isn’t always true, it’s fair to say that mass marketing has been proving less effective and has evolved into a more personalized approach. A one-size-fits-all strategy no longer works, and creating individual experiences is crucial.

Interestingly, CMO found that almost half of marketers feel they lack the necessary talent, technology and processes to master omnichannel marketing. There are hordes of available software solutions and marketing tools to help supercharge your integrated marketing communication approach. Don’t forget to use the data you acquire through online channels to fuel your offline marketing. Gain insight into consumer behavior and demographics and use this to run a direct mail campaign or choose the style of print advertising you display. Find out through online research and social posts what your key decision makers are reading, watching, listening to and talking about, and use this to make educated advertising decisions.

According to the E-Tailing Group, increasing personalization across more channels can increase overall consumer spending by up to 500%. Website personalization is the final piece of the puzzle when it comes to personalizing user journeys and customer experiences. Webeo is changing the face of B2B websites as we know them. Our software tailors site appearance based on the business IP address of the visitor. It works in real time, editing the appearance, content, language and welcome message of your website. Position yourself as a leader in your lead’s industry with relevant content and messaging. Improve your customer journey from start to finish and streamline your offline and online touchpoints with the perfect website for every visitor. Discover Webeo and book your demonstration.

B2B organizations should step up as demand for personalization grows

“Business buyers don’t go to work and forget what they do as humans.  There’s a new normal that blurs the line between B2B and B2C.  They just want things personalized.  More successful companies are looking and prioritizing things like understanding customers’ evolving behaviors and preferences to design more meaningful engagement opportunities,” — Brian Solis, Author and principal analyst at Altimeter Group.

Personalization isn’t a brand new idea.  Consumer brands have been leading the way in personalized marketing for years — with e-commerce giants like Amazon, and streaming sites like Netflix, Pandora and Spotify leading the way.  B2B organizations are, unfortunately, significantly behind the curve when it comes to offering customers a personalized experience.  But, it’s crucial that we realize it’s not a new concept for B2B, either.  In fact, in a 2018 LinkedIn article by award-winning global content creator, Alexandra Rynne, personalization was declared the ‘new normal’.  And, according to Epsilon, 80% of customers are more likely to purchase a product or service from a brand that provides personalized experiences.  So, if you want your B2B organization to stay ahead, then it’s time to start taking personalized marketing more seriously.

Rynne’s article goes on to state that by treating customers like ‘humans rather than accounts’, B2B marketers will earn ‘business and loyalty’.  And we couldn’t agree more!  In an era of personalization, there is no longer an excuse for mass marketing.  The stats say that it doesn’t work — according to Pure360, only 8% of survey respondents said they’d be encouraged to engage with a brand that addressed them by name.  And, Infosys found that 31% wish their shopping experience was more personalized.  For your business to succeed, you need to turn customers into dedicated fans by creating a real connection.  And, it has to be consistent across all channels, too.  Whether you use account based marketing, segment your audience based on their industry, or choose to adopt a personalization software like Webeo, it’s all about creating a simple and enjoyable online experience for everyone.

InstaPage found that 74% of customers feel frustrated when website content is not personalized.  B2B decision makers are busy people.  They’ll often have a lengthy list of things to do, so if they land on a website that doesn’t meet their needs, it’s less than likely they’ll be hanging around.  Personalized marketing aims to engage leads at every touchpoint — from opening an email and reading a piece of content through to making that crucial conversion.  Outside of work, they will still make online purchases.  They’ll be used to receiving tailored marketing communications from the likes of Amazon.  Why should their B2B buyer experience be any different?  B2B marketers — it’s time to step it up!

“Think human-centered, not buyer-centered.” — Brian Solis, Author and principal analyst at Altimeter Group.

Maximize your personalization efforts to improve user experience and watch your customer relationships grow stronger than ever before.  Thanks to improved content relevance, you’ll see more conversions too.  Tie website personalization into a wider personalization strategy and drive engaged traffic through email, content marketing, social media and paid digital advertising.  The more targeted and personal your campaigns, the better quality outcome.  Did you know that personalized email campaigns are 26% more likely to get opened, according to Campaign Monitor?  And, according to Harvard Business Review, customers who felt content was tailored to their specific needs were 40% more willing to buy from that supplier.  Rynne is right. ‘Smarter targeting’ is the key to delivering the ultimate in personalization.

Personalization should be a well-oiled machine.  Every communication should be tailored to individual business needs, aiming to drive the user back to your website.  Once they land on your site, website personalization should be the final piece of the puzzle.  According to InstaPage, 39% of marketers say their biggest personalization challenge is having enough data, and 38% say it is inaccurate data.  That’s where Webeo comes in.  Our personalization software uses the global leading database of business IP addresses.  So, you don’t have to worry about a lack of data.  And, our data goes through extensive verification processes to ensure it’s high-quality, accurate and up-to-date.  Then, it’s up to you to decide on how to use the software — whether a simple nod to the visitors’ industry through imagery or language, or a highly-personalized experience for an ABM account or existing client.

Webeo is the personalization software changing the B2B website experiences as we know it.  When a visitor lands on your site, Webeo presents a dynamic website personalization based on the business your visitor is from.  This way, they’ll receive an entirely bespoke and unforgettable experience.  With our easy-to-navigate software, users can change the imagery, content and language used on their site, and greet visitors by business name.  Enhance your CRO, improve your SEO ranking, reduce your bounce rate and get the most out of your B2B website.  According to Econsultancy, 80% of organizations report an uplift since implementing personalization.  Join them in their success and discover the power of personalization. Book your demonstration today.